Monday, January 08, 2007

Cadillac Marketing - Fabulous Music

Cadillac. Twenty years ago, this car brand was strictly the province of the middle-aged and senior citizen set. No more. Since they've been pimping some serious performance cars, they've gained the serious attention of many people that wouldn't be caught dead in a Caddy if for no other reason than Gramps drove that white Coupe de Ville until he was 80.

Cadillac advertising is no different. Twenty years ago, if you would have suggested that Led Zepplin's "Rock and Roll" would not only be used as the music for a Cadillac commerical, but that it would be the centerpiece, anyone would have doubted your sanity. Images in Cadillac ads have always been the cars, but the tone and music has always been 'dignified' or downright uptight. No more. They're into taking a few risks these days at Cadillac; check these gems:

In Roll, Cadillac features a song called "Punkrocker" by an obscure Swedish band called the Teddybears (featuring Iggy Pop vocals, no less).

Iggy shows up again in Khaki with his "Success" from Lust for Life -- a watershed post-punk classic.

Finally, Explosions in the Sky, a Texas agressive ambient outfit, takes the stage with "Six Days at the Bottom of the Ocean" from The Earth is Not a Cold, Dead Place.

Who knows? I may actually buy a Cadillac one day. It certainly won't be like my father's Cadillac.

Click the title link to watch and listen.


Anonymous 1985 Gripen said...

I love "Punk Rocker" by the Teddybears featuring Iggy Pop. I first heard it a couple of months ago on a San Diego radio station and immediately downloaded it on iTunes. It's in a Cadillac commercial? I haven't seen that one.

Of course nobody can avoid the Cadillac commercials featuring Led Zeppelin, but I wonder if this really makes Cadillac's image more "rebellious". I mean, Led Zeppelin was one of the great rock bands of the Baby Boomer generation. Those people are just now starting to reach retirement age. I would argue that instead of marketing to the octogenarian set, they're now marketing to the middle-age and retirement-age Boomers.

While Led Zeppelin was a great band, as a member of Generation X it does nothing for me. Their music stirs no memories for me like it would for my parents' generation.

What was once "rebellious" music is downright tame now. Iggy and the Stooges' "Lust for Life" is featured in a series of commercials for Carnivale Cruise Lines. I just don't see Cadillac as really stepping-out and advertising to a younger set with this music.

At least SAAB uses a more contemporary song (though I'm sick of it now) in their television ads: "Ready, Steady, Go" by Paul Oakenfold. Seems to me that SAAB is targeting GenX while Caddy is targeting the Boomers. At least they stopped appealing to the "Greatest Generation" finally... ;-)

5:54 PM  

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